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eMarketer Podcast Report

Podcast with market research and trend analysis expert, Paul Verna

Paul Verna, eMarketer Paul Verna

"The US podcast audience is ballooning, and eMarketer projects that growth will continue at least through 2013. By then, there will be 37.6 million people who download podcasts monthly, more than double the 2008 figure of 17.4 million. As a percentage of Internet users, podcast downloaders are expected to grow from 9% in 2008 to 17% in 2013."

Welcome to a Online Savvy channel podcast on Total Picture Radio with Peter Clayton reporting. Based in New York City, eMarketer conducts market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.

Joining us is senior analyst and author of the recently released eMarketer podcast report, Paul Verna. Paul covers digital media and entertainment, including music, digital movies, online video, video games, user-generated content and podcast advertising.

Siting Paul's report, "Podcasting has evolved from an odd, funky blogging experiment into a broad medium with mainstream trappings. Today, the vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences. "

"The Podcasting report analyzes the factors that are fueling interest and growth of a new, large and receptive audience.

Talking Points

  • How long have you been tracking podcasting?
  • We talked last year, Paul. The headline was 285% increase in size of the US podcast audience in 2007, a growth to 18.5 million. What's the headline this year?
  • For those not familiar with eMarketer, tell us about your company.
  • I know Pew tracks trends in podcasting, who else is following podcasting?
  • One trend I've noticed -- just about every mainstream news TV program and newspaper is now podcasting their content. Have you been tracking the growth in this area? What can you tell us about it?
  • Has the iPhone had an impact on the growth of podcasting?
  • How about on the corporate side, Paul. Have you been able to track the use of podcasting by corporations?
  • Got this question for you Paul from the CEO of HRMarketer, Kevin Grossman, via Twitter: What industries do you see the most podcast growth in? The least? What types? Free? Paid?
  • One colleges and universities, it seems more and more are podcasting class lectures. Are you following this trend?
  • Another audience I've become aware of... church web sites are now posting sermons -- has your data picked up this trend?
  • I would assume the growth of broadband users correlates to the higher rates of podcast downloads?
  • What are some of the demographic statistics you can share with us? Age? Education?
  • Aside from mainstream media, what kind of content is being podcasted?
  • What surprised you this year Paul, when analyzing the data?

About Paul Verna

Paul has held leadership positions as a journalist, author and communications professional in the entertainment industry. Paul came to eMarketer from The Orchard, a digital content licensing and distribution company, where he was director of corporate communications. Earlier, he served as editorial programs manager at Avid Technology.

Previously, Paul was New York editor of Mix magazine, spearheading coverage of the New York recording and post-production industries. He began his career at Billboard magazine, where he served as reviews editor, pro audio/technology editor and senior writer. While at the magazine, Paul co-authored The Encyclopedia of Record Producers, an authoritative reference on more than 500 studio producers.

Paul has moderated panels for the Recording Academy, the Audio Engineering Society and CMJ, and been quoted in print and on TV as a music industry expert. He is a voting member of the Grammy Awards and serves on the Advisory Council of the Recording Academy's Producers & Engineers Wing. The US podcasting industry continues to mature. The listening audience is increasing in size, and along that comes growth in advertising spending tied to podcasts.

About eMarketer

eMarketer is "The First Place to Look" for market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies. eMarketer aggregates and analyzes information from over 2,800 sources, and brings it together in analyst reports, daily research articles and the most comprehensive database of e-business and online marketing statistics in the world.

Peter Clayton

About Peter Clayton

Peter Clayton, Producer/Host, is an award-winning producer/director of radio, television, documentary, video, interactive and Web-based media who has created breakthrough media for a wide array of Fortune 100 clients.


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